Friday, August 11, 2006

Integrated Marketing Programs - Are They Stacking Up?

Worth looking at – and while not ‘surprising’ news - the ANA (Association of National Advertisers - U.S.) issued a release in June on results of a survey fielded in May/Jun 06 around integrated marketing programs. Wasn’t able to access all the results, but these points may be consistent with the Canadian mindset:

  • 67% of marketers develop integrated marketing programs across most of their brands - only 33% say they are very happy with their efforts.
  • Most marketers (72%) feel the development of the “Big”creative idea that can be leveraged across all marketing channels is the most important contribution an agency can make toward an integrated marketing campaign.
  • Almost 50 percent of marketers want their agencies to be media neutral when developing an integrated marketing program.

    More points in the release.

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